Are sales promotions important for attracting BMW customers?
ANDERSON: It’s common practice for other OEMs to use promotions to generate volume, but it’s not one of the things we do. What are BMW Motorrad USA’s advertising/marketing plans? ANDERSON: We’ve actually been able to maintain a relatively good print presence this year, and we’re also making some significant investments in interactive advertising, particularly as we think about the new bikes and those younger customers. Finally, we’re really putting a lot of efforts into events and giving people opportunities to test-ride our bikes. We heard there’s a fee for the demo trucks to show up at dealerships. ANDERSON: There is, but it’s a fraction of what it was a few years ago,and we greatly subsidize the costs for the dealer. We’ve recognized that the two trucks are tremendously valuable assets. So we expect to be at least 25 dealerships over the course of this season. Finally, all of BMW’s motorcycles are built in Berlin. Is there enough capacity, and does the capacity have an impact on mod
